Conversion Rate Optimisation

What is conversion rate optimisation (CRO)?

It’s really important to get traffic to your website, but isn’t it even more important to get sales? Successful businesses use website conversion rate optimisation (CRO) to ensure the visitors they are getting go on to spend money on their products, or purchase a service. This process of taking a visitor and turning them into a customer is called a conversion.

The exact characteristics of a conversion will be very specific and individual to your business. One company may concentrate on getting customers to visit an online store and purchase a product. Other companies may be more interested in persuading the customer to contact them for a quote or subscribe to a service. Conversion rate optimisation is a highly customisable process that can tackle all of these different scenarios. It focuses on increasing the likelihood of the visitor taking the action that you want them to take.

When looking at ways to improve your conversion rates, it’s very important to employ specialist help from someone outside your business; someone who can look at your website with fresh eyes. Experienced conversion optimization teams have a wealth of experience in different industries. They can employ well-researched techniques and tactics to help convert the traffic to your website into sales. They can test different approaches and measure the conversions from each of them. As your website is tweaked and improved, it becomes more appealing to buyers.

Why should we improve our website conversion rate?

Building, hosting and optimising a website is expensive. Marketing is expensive. You need to make sure that your business sees a great return on those costs.

But page hits and visitors are only half the story. More sophisticated analytics have made conversion optimization possible. In short, the aim of improving your website conversion rate is to get the most out of the traffic you have and improve your sales and ROI. If you haven’t invested in conversion optimisation before, you will almost certainly be missing out on potential customers.

Let’s assume you are making a few sales here and there. Without conversion optimisation, you are probably losing a lot of people who could be spending a lot of money. Something is stopping them from buying. These people are almost certainly responding to the marketing material you’ve invested in, clicking on your PPC adverts and responding to your social media campaigns. They are ready to spend. But when they arrive, it isn’t happening. They’re backing out. You need to find out why and put it right!

Consider Conversion Rate Experts, a phenomenally successful website optimisation company who work with multinationals and household names. Tom Leung from Google said their assistance achieved “off-the-chart results”, and their testimonials page reports all kinds of similar successes: Mobal cell phones saw their sales triple, as did Broadband.co.uk. Voices.com reported a leap in conversions from 5% to 20%.

This is the magic of conversion optimisation. The effects can be dramatic and swift, and they can turn a company that’s succeeding into a company that really excels. The effects of website optimisation trickle down into the rest of your business operations, revitalising your marketing campaigns and promoting a feel-good message around your brand.

As far as your website is concerned, conversion optimisation is one of the best investments you can make. Your site could be getting thousands of hits a day, yet it could still be failing to reach its potential. Without interviewing every person who visits the site, you probably won’t know why.

Our conversion optimisation specialists can help you to identify the areas on your site where customers are dropping out, stopping them from going back to the search engine and making their purchase with one of your competitors.

What kind of conversion optimisation do you offer?

Our conversion optimization specialist will look at your website and work out ways to get the most out of the traffic you already have. Conversion rate optimisation teams analyse your traffic and look at all kinds of factors including content, layout, colour combinations and usability. They will test one variation against another and continue to adapt and improve your website to make it easy to use and appealing to buyers.

Landing page optimisation is key. Landing page optimisation targets the most important pages on your site: the first page your clients see. You can have a variety of different landing pages for different marketing campaigns and PPC ads, or you can test different variations of the same page to figure out what your customers respond to.

The process:

Find out (not guess) which parts of your website are underperforming and why

Find out why people aren’t converting yet through analytics

Experience your business as a customer

Understand existing traffic sources

Understand different visitor types and their intentions

Identify user experience problems

Gather and understand visitors’ objections

Gather market intelligence (how does it work for others)

Spot the hidden benefits in your business (the triggers that make people buy your product)

Create your experimental strategy using info gathered above

Carry out experiments on your website

Implement improvements

Rinse and repeat

How do I get started with conversion rate optimisation?

Jump to our contact page and send us an email to find out more about landing page optimization. We’d be happy to discuss your website optimization project with no obligation.